Maine Credit Union League Launches Statewide Campaign

This image is one of the pieces of the Maine Credit Union League's multi-media campaign to boost the state's credit union membership.

The Maine Credit Union League has decided “Now is the Time” to launch a two-year statewide awareness campaign.

The “Now is the Time” campaign includes a media buy of $800,000, half of it dedicated to prime time television advertising. Five 30-second spots were produced, targeting Gen Y and X and women up to age 50.

The television spots were shot on location in Maine with state residents using credit union banking technology on a boat, for instance, and engaging in healthy lifestyle activities.

The campaign strategies are based on research that showed market opportunities for showing the advantages credit unions offer, the league said.

“We found that Maine credit unions are at a great advantage in the current economic climate, with the percentage of Maine population who are credit union members to be one of the highest in the U.S. at nearly 47%,” said President/CEO John Murphy. “Additionally, our state has a large percent of our population that are Gen Y and who will soon be entering into key borrowing age.” The campaign also incorporates the Young & Free program, which is in its second year, and a strong online and social media presence, according to the league.

“This media mix allows us to rotate messages with changes in the marketplace and share with consumers throughout the state, that now really is the time for Maine’s credit unions,” Murphy said.

Maine has 61 credit unions with about 627,000 members, the league said.